A salutary tale emerges from Australia, where Kraft Foods ran into a problem when it polled people to pick a name for a variant of its Vegemite brand.
It seems the winning name - iSnack2.0 - was a large-scale loser with consumers. Now the name has been changed to Vegemite Cheesybite after a second poll. And the moral of this story? Leave this sort of thing to marketing experts who know what they're doing.
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